Shoreditch Ski Club’s debut collection is as much a love letter to the city’s skyscrapers as to the Alpine sun. A deliberate and stunning contradiction, in true London style, the collection is eminently practical and stylish whether worn on the streets of London or at the foot of the pistes in Gstaad, Kitzbuhel or Cortina.

What we love most apart from the highly covetable style, ultimate level of comfort and the versatility of the collection is that it is produced in an environmentally friendly way using recycled fabrics and yarn derived from raw materials that are chemical free and from renewable and sustainable sources.

The brilliant campaign features graceful androgynous silhouettes which emphasise the volume of puffa jackets that you literally want to curl up into and generously oversized cashmere knitwear, all underpinned by ultra-compact skinny stirrup ski-pants.

Acid bleached denim, straps and rings evoke the abandon of punk while the sculptured shearling studded with metal and wide sleeves echo the grace dignity of the kimono. The hyper clean primary palette and gleaming metal work really pay tribute to the precision and quality of the design and craft of this collection.

Shoreditch Ski Club is created by Wil Beedle in 2018, Chief Creative Director of allsaints. His remarkable track record in design and visual communication has lead him from New York to Tokyo, Huntington Beach to Seoul, Woodstock to Mexico City, Venice Beach to Paris, Taipei to New Orleans, out-of-season Ibiza to the sleepy suburbs of California. And always back to London.

To Beedle, in London where sub-cultures have become culture, threading their way into the core tapestry of mainstream culture, Shoreditch Ski Club is not even a club but a collection of responsibly produced winter “for all of us”. The concept is ironic and transcending at once – because “into this non-sensical world comes Shoreditch Ski Club. Because Shoreditch Ski Club makes no sense. No-one goes skiing in East London. And there is nowhere less subversive than a snow-capped mountain peak. (…) Shoreditch Ski Club makes no sense. It just is.”

And it is just that: quality, super sleek style and creativity packaged in one aspirational yet attainable universal collection with something to please everyone.